Since choosing Qatar as its headquarters in 2010, World Cup 2022 It was one of the most controversial cities in history, but the emirate managed to advance in terms of image and influence, especially in southern countries and in the Arab world, according to many analysts.
From accusations of corruption in the organization of the tournament to criticism of the human rights of migrant workers and LGBT+ people, “there were many concerns about organization and security, as well as the extreme polarization of this World Cup,” recalls Carol Gomez, PhD student in the sciences. Sports Meeting at the University of Lausanne, Switzerland.
“It is noteworthy that this politicization was not as significant as it could have been, and that although there were errors, they were not reported in the media,” Gomez adds.
Rafael Le Majoric, a specialist in the geopolitics of sports in the Gulf at the University of Tours, analyzes in “The event provided Qatar with the opportunity to clean up its image as a country of scandals, including forgetting the cases that preceded the tournament.” France.
For Andreas Craig, a professor at King’s College London, “cultural clashes in social networks around values and symbols” should not affect international relations.
“Qatar took advantage of the World Cup to strengthen its diplomatic relations,” he says, and “even in countries where media coverage has been mostly negative, such as the United Kingdom, political elites have remained positive regarding hosting the World Cup.”
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net profit in soft power
According to Simon Chadwick, professor of mathematical economics and geopolitics at SKEMA Business School in France, the emirate leaves a “net profit in ‘soft power'”, particularly in the south and in the Arab world, where competition has increased its pre-existing influence.
And this, for example, is what the Qatari authorities value most. “We have fulfilled our promise to organize an exceptional tournament for Arab countries, which allowed the peoples of the world to discover the richness of our culture and the authenticity of our values,” wrote the Emir of Qatar, Tamin bin Hamad Al Thani. his Twitter account on Sunday.
Between the Crown Prince of Saudi Arabia, Mohammed bin Salman, as a guest of honor at the opening ceremony, and the use of a green scarf by Amir, the color of the Saudi national team, entering the arena of reconciliation with the neighboring country. After its diplomatic troubles between June 2017 and January 2021.
The Palestinian cause was also present in the stadiums, where many Moroccan fans and players raised the Palestinian flag.
According to Craig, “This united the Arab and Islamic world around Qatar, a champion of regional causes such as Palestine and anti-colonialism.”
Gomez also highlights the “various meetings in which Turkey participated”. “The message was given on a global scale and not just on a Western and European scale, basically,” he analyzes.
Doubts remain
“Even in the north, for example, in some parts of Europe, the perception and attitude of some people towards Qatar has developed positively,” Chadwick adds.
“Many visitors, especially the media (…) continue to harbor doubts,” notes the professor, to whom “there is still great resistance in countries such as Denmark, Germany and the Netherlands, which the Qatari authorities have chosen not to confront.”
“It is unlikely that four weeks will be enough to challenge the received ideas and stereotypes.” “The real work of building soft power begins with the Qatari government,” concludes Chadwick.
With the first hurdle: suspicions of corruption in the European Parliament, which were revealed in the middle of the World Cup.
Carol Gomez wonders what effects this scandal will have, but also how Qatar will envision its sports diplomacy in the future, in the context of the rivalry with Saudi Arabia, as both countries plan to host the 2036 Olympic Games.
“Several months ago I said that we would see, in the face of accusations of ‘sports’ (using sport to improve reputation), a slowdown in some countries that are ready to invest at any cost in sport,” he said. “But when we look at what happened in Qatar, we can’t be sure.”
However, the climate issue could become decisive, Gomez considers, while Saudi Arabia was chosen in early October to host the 2029 Asian Winter Games.
